Revising satisfaction and dissatisfaction indexes of the Kano model by reclassifying indifference requirements: A case study of the presidential elections

Abstract

Purpose: The purpose of this paper is to revise the Kano evaluation table and separating indifference attributes in order to develop satisfaction and dissatisfaction indexes. Design/methodology/approach: The indifference requirements have been separated and reclassified, and after revising Kano satisfaction and dissatisfaction indexes based on the new evaluation table, the developed Kano model has been examined in the city of Isfahan regarding attributes of candidates in the presidential election of 2013. Findings: According to the new classification, the indifference attributes can be separated into seven types. The results of the case study also show that among 20 priorities of the presidential candidates, payment of subsidy, offering loan and financial facilities are must-be attributes; protecting investment and national production, export incentives and increasing national unity are attractive attributes; and the remaining are one-dimensional attributes. Practical implications: The case study implies that the findings are dependent on the cultural and social context of the respondents. On the other hand, the findings of Kano model analysis are limited to shorttime periods. Originality/value: This research is typically unique in separating indifference attributes and in revising the satisfaction and dissatisfaction indexes of the Kano model. Practically, the application of the Kano model in the presidential election is also a new subject. © Emerald Publishing Limited 1754-2731.